Digital advertising and marketing: only the best ideas worldwide, since 2003

Fifa 10 and the smart media partnership

Via @inakiescudero I discovered a very smart online promotion EA is currently running in Spain to drive awareness around the upcoming release of FIFA 10. Since the beginning of September (when the demo of the game has been released) on the website of Marca.es (very popular sports daily) visitors can download the demo, play the game, score goals, save them and re-upload the videos on Marca’s website entering a contest to award the most beautiful goal scored.

First of all, what I like is the smart use of media space: this is what media partnerships should be for. With the game coming out in a month, it’s very much likely that the official website might not be fully ready or, better, still not worth investing media money to drive traffic to. Also, in this way EA is getting players to really interact and play, building interest and desire in buying the videogame soon to be released.

This campaign is EXACTLY THE SAME than an idea my agency presented to EA Spain more than 2 months ago.
I really feel ripped off. I can understand clients don’t trust agencies sometime.
if we keep on working like this…